Following on from an article I linked to a few weeks ago about the dark patterns used by Booking.com to pressurise its users into making decisions, Jeremy Keith follows up with this reflection on why A/B testing used badly makes things worse.
A/B testing is a great way of finding out what happens when you introduce a change. But it can’t tell you why.
Part of this is also about a narrow focus on the wrong metrics. If a business decides it simply wants to increase the percentage of people hitting a partiuclar call to action on a webpage, this is the path they will end up on.
If, however, they can find a more sophisticated way to measure long-term customer satisfaction, surely users will feel less stressed, and the business will improve more in the long run.